Written by: Michael Szudarek

In crisis communications, decision-making rarely happens under ideal circumstances. When an organization faces a crisis—whether it’s a product recall, a data breach, or a reputational threat—leaders often don’t have the full picture. Yet, waiting for complete information isn’t an option. Customers, employees, investors, and other key stakeholders expect swift, decisive action. The challenge, however, lies in making the smartest possible decisions with limited facts, while minimizing risks and maintaining credibility. So, how can an organization navigate uncertainty and make informed decisions under pressure.

Here are some key strategies to consider.

Embrace the 80/20 Rule

Perfect information is a luxury in crisis management. Instead of waiting for every single detail, focus on gathering the 80 percent of the information that is most critical. Prioritize verified facts over speculation and act based on the best available data at the time. Taking a proactive stance with partial—but credible—information is often better than delaying action and losing control of the narrative.

Control the Message Before Others Do

Silence in a crisis is rarely a winning strategy. If an organization doesn’t communicate quickly, others—whether the media, competitors, or online commentators—will fill the void with speculation. Even a brief statement acknowledging the situation and committing to updates can demonstrate responsibility and control. A simple message such as, “We are aware of the situation, actively gathering facts, and will provide updates as soon as possible,” can prevent misinformation from taking hold.

Use Scenario Planning to Stay Agile

Crisis management is not about predicting the future—it’s about being prepared for multiple possibilities. Organizations should develop response plans for various scenarios and be ready to adjust them as new details emerge. This proactive approach allows leadership to make swift decisions without being caught off guard.

Seek Outside Expertise

In times of crisis, organizations should lean on trusted advisors, including legal counsel, PR professionals, and industry experts. External perspectives help fill knowledge gaps, analyze risks, and provide an objective assessment of the situation. Decision-making in an echo chamber can lead to blind spots, so engaging a multidisciplinary team strengthens the response strategy.

Avoid the ‘Resulting’ Trap

Decision strategist Annie Duke warns against “resulting”—the tendency to judge decisions solely by their outcomes rather than the process used to make them. In a crisis, the best decisions are made with the best available information at the time, not based on hindsight. Leaders must be comfortable making tough calls under uncertainty, understanding that new details may shift perceptions later.

Action Over Inertia

In crisis communications, inaction is rarely the safest course. While gathering accurate information is essential, waiting for perfect clarity can paralyze an organization. The most effective crisis communicators balance speed with strategy, making informed, values-driven decisions that protect both reputation and relationships.

At Marx Layne & Company, we specialize in guiding clients through high-stakes crises, ensuring they navigate uncertainty with confidence. If your organization needs expert crisis communications support, we would love to hear from you.